Table 2 Firms' strategic actions and... | Emerald Publishing

Table 2

Firms' strategic actions and framing of their position on the issues that the campaign calls attention to

Strategic alignment with issues that the campaign addresses	Illustrative examples of message framing
Embracing efforts to strengthen communities and promote social cohesion	“Racist, discriminatory, and hateful online content have no place in our brand or in society. As we focus on better practices within our company and communities to ensure lasting change in the fight against racism, Adidas and Reebok will also pause advertising on Facebook …” (Adidas) “At Bausch Health, we're pausing all paid advertising on Facebook in alignment with the #StopHateForProfit Boycott… We feel this is a natural step forward … and are proud to align ourselves with likeminded companies who refuse to stand for hate and disinformation being spread on our advertising platforms” (Bausch Health Companies)
Standing together and contributing to positive social change	“We stand up for what's right, and we stand with all who are committed to the fight against hate speech, racism and prejudice. We hope this collective action helps catalyse positive change and accountability” (Suntory) “As a company, we stand for the values of togetherness and inclusion and we are resolute in our commitment to make a difference and be part of positive change” (The Hershey Company) “In support of the #StopHateForProfit campaign, we have globally suspended our Facebook and Instagram activity… We stand for working (and playing) together for good” (Sony Corp)
Helping to promote safe spaces and communities	“… we are asking Facebook to take proactive steps to ensure their platforms are safe and trusted spaces for all. We are calling on Facebook to continue listening to the concerns of the #StopHateForProfit movement and take action on their product recommendations” (Pfizer) “We are hopeful that Facebook will take action and make it a safe space for our consumers to communicate and gather” (The Hershey Company)
Championing the values of human respect and dignity	“…. [we] will withhold [our] advertising on Facebook and Instagram, choosing to stand with people united against hate and racism. This is in alignment with our company's values, which are grounded in human respect” (Honda)
Embracing efforts to strengthen accountability and transparency within Internet organizations	“… we should expect of our social media partners to rid the platforms of hate, violence and inappropriate content. We will let them know we expect greater accountability, action and transparency from them” (Coca-Cola)We are actively engaged… to drive more accountability, transparency and trusted measurement to clean up the digital and social media ecosystem” (Ford)
Championing the values of inclusion, inclusivity and diversity	“As America's Diner, we offer an inclusive and welcoming environment where all people can enjoy a nice meal and we strongly oppose hate speech of any kind. It is our belief that Facebook has not done enough to address this important issue on its platform and we are calling on Facebook to make positive changes to its process for combatting hate speech and disinformation” (Denny's Corporation) “Using our Basic Beliefs as guideposts, we are in the early stages of efforts to enhance the inclusivity of our workplace and to become a more diverse company. Despite being at this stage of our journey, we understand [that] one immediate opportunity is to ensure the money we are spending to market our brands and products is going to companies that understand the importance of eliminating hate speech and discriminatory content from society” (J.M Smucker)
	“We believe in bringing communities together, both in person and online, and we stand against hate speech. We believe more must be done to create welcoming and inclusive online communities, and we believe both business leaders and policy makers need to come together to affect real change.” (Starbucks)

Strategic alignment with issues that the campaign addresses	Illustrative examples of message framing
Embracing efforts to strengthen communities and promote social cohesion	“Racist, discriminatory, and hateful online content have no place in our brand or in society. As we focus on better practices within our company and communities to ensure lasting change in the fight against racism, Adidas and Reebok will also pause advertising on Facebook …” (Adidas)“At Bausch Health, we're pausing all paid advertising on Facebook in alignment with the #StopHateForProfit Boycott… We feel this is a natural step forward … and are proud to align ourselves with likeminded companies who refuse to stand for hate and disinformation being spread on our advertising platforms” (Bausch Health Companies)
Standing together and contributing to positive social change	“We stand up for what's right, and we stand with all who are committed to the fight against hate speech, racism and prejudice. We hope this collective action helps catalyse positive change and accountability” (Suntory)“As a company, we stand for the values of togetherness and inclusion and we are resolute in our commitment to make a difference and be part of positive change” (The Hershey Company)“In support of the #StopHateForProfit campaign, we have globally suspended our Facebook and Instagram activity… We stand for working (and playing) together for good” (Sony Corp)
Helping to promote safe spaces and communities	“… we are asking Facebook to take proactive steps to ensure their platforms are safe and trusted spaces for all. We are calling on Facebook to continue listening to the concerns of the #StopHateForProfit movement and take action on their product recommendations” (Pfizer)“We are hopeful that Facebook will take action and make it a safe space for our consumers to communicate and gather” (The Hershey Company)
Championing the values of human respect and dignity	“…. [we] will withhold [our] advertising on Facebook and Instagram, choosing to stand with people united against hate and racism. This is in alignment with our company's values, which are grounded in human respect” (Honda)
Embracing efforts to strengthen accountability and transparency within Internet organizations	“… we should expect of our social media partners to rid the platforms of hate, violence and inappropriate content. We will let them know we expect greater accountability, action and transparency from them” (Coca-Cola)We are actively engaged… to drive more accountability, transparency and trusted measurement to clean up the digital and social media ecosystem” (Ford)
Championing the values of inclusion, inclusivity and diversity	“As America's Diner, we offer an inclusive and welcoming environment where all people can enjoy a nice meal and we strongly oppose hate speech of any kind. It is our belief that Facebook has not done enough to address this important issue on its platform and we are calling on Facebook to make positive changes to its process for combatting hate speech and disinformation” (Denny's Corporation)“Using our Basic Beliefs as guideposts, we are in the early stages of efforts to enhance the inclusivity of our workplace and to become a more diverse company. Despite being at this stage of our journey, we understand [that] one immediate opportunity is to ensure the money we are spending to market our brands and products is going to companies that understand the importance of eliminating hate speech and discriminatory content from society” (J.M Smucker)
	“We believe in bringing communities together, both in person and online, and we stand against hate speech. We believe more must be done to create welcoming and inclusive online communities, and we believe both business leaders and policy makers need to come together to affect real change.” (Starbucks)